Japanese arcade giant Genda says U.S. expansion is 'path to win'

Character goods from Asian nation attract Gen Z amid booming interest in anime

20241030 Mai Shin, President of GENDA, interview, main image

Mai Shin, President of Genda, speaks during an interview with Nikkei Asia in Tokyo on Oct. 29. (Photo by Manami Yamada and Tokuyuki Matsubuchi)

CHIHIRO ISHIKAWA, Nikkei staff writer

TOKYO -- Amusement facility operator Genda plans to expand its mini-game machine business in the U.S. and Europe by promoting Japanese content amid rising global interest in anime.

The Tokyo-based arcade giant in June announced that it would acquire National Entertainment Network (NEN) in the U.S., which operates unmanned game kiosks at roughly 8,000 spots, strengthening its American presence. The deal closed on Friday.

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